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Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? Who? European Expansion for Silicon Valley Startups Thoughts on how to think about it Martin Reiter Head of International, Airbnb (July 2011-13) VP International, Groupon (2010/11) Stanford Engineering School European Entrepreneurship and Innovation February 3 2014

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Why Europe excites… Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? How do you know what you like without knowing what there is?

Why Europe matters… Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? Who was worth more? Can you succeed in a global market when you win only in your home country? The world’s second largest internet consumer market? The third largest metropolitan area in Europa? What does Istanbul mean to you?

my career… you never know where you end up Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? Fear Speed Others are different – and it is OK before Curiosity now Toolbox Design & Culture Physical Good Operations

building blocks for entering the European market Why Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? When & Where What How

why… three reasons to expand Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? Requirement Opportunity Competition

why…because of Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? Winner takes it all Home is defensible Local winner can take all

why… there is more Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? Founder Personal Growth Team diversity Product

when to enter Europe… Product You are Instagram Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? Great idea …and pretty easy to execute Clone threat Others are there, but your product is better too early < 8 M Series A Take liquidity risk if you must too late Brand-driven You really want to be ﬁrst mover Clone Wars Others are as good and ﬁrst mover – but you can raise easier rule of thumb: 1,5 yrs OPEX burn plus 0,5 $M Marketing = 1,5 $M entry cost per European market

Concrete steps to developing a European entry strategy 1 Align the rationale Why do you do it. Do investors, board and leadership agree? 2 Scope the adventure Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? 3 Find leadership Product leader. Business leader. Think about what it took to make your market successful. 4 Create playbook 5 Build and Hire 6 Operate 7 Evolve Burn & Liquidity. Revenue & Expected upside. Markets, Headcount, Org. Good time to get help. Vision, Goals, Location, Processes, KPIs, Budget, Roadmap, Marketing, Communication Hiring manager hires. Recruiting is not HR. No stupid mistakes. Tax. Finance. Interaction. Ofﬁce. How can you feel comfortable with what others do far away? Supporting or enduring? Team. Data. Relationship. If you don’t change your org once a year, I would be concerned. Correct mistakes and adjust to scale and growth.

Some lessons learned from Groupon, Airbnb 1 Hire well. The founder built in the U.S. – which talent can realistically replicate this in a more complex (EU) market? Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? 2 Local Talent rules. The GM needs to be ﬂuent in the language, but not necessarily a local. Talent is more important. 3 Right organization. Make people 100% accountable – Win or Fail. Ensure proximity to the market and experience. 4 Don’t underestimate marketing. You can theoretically do marketing from the U.S. – but great deals are negotiated in Europe. 5 Decide upon tech resourcing. Ring fence or pool resources – International product manager yes/no… 6 Founder must build an independent advisor network in Europe. How can you feel comfortable with what others do far away? Supporting or enduring? Team. Data. Relationship.

How to recruit talent in Europe Why do I care Why do others care? How did I get there First principal thoughts Why? When? Where? What? How? Right role GM or Sales Manager? Right hook Pitch and Compensation (GM – 100-150k USD plus same to double in equity. VP – more.) 4 steps to get best talent Right search LinkedIn for all relevant companies. Right effort Meet people via Investor network and LinkedIn search. Ask for referrals, leads. Be in Europe for a week each

Groupon | LinkedIn

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